For over 20 years, search engine optimization (SEO) has been a key growth strategy in the digital media industry. However, the rise of generative artificial intelligence (AI) is fundamentally changing the concept of search itself. As we transition from an era where users clicked links to visit websites to one where AI provides direct answers, media organizations are reevaluating their optimization strategies.
During the World News Media Congress (WNMC) held in Marseille, France, on June 1, discussions centered on the evolution of search strategies from SEO to AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization).
In the session titled 'Discovery: How to Rethink Search in the AI Era,' experts Clara Soteras, founder of The Audience Club, Barry Adams, a consultant at Polemic Digital, and David Burt, founder of DJB Strategies, noted that the search ecosystem is shifting from a link-based structure to an answer-based one.
Traditionally, the goal of SEO was clear: to appear at the top of search results to secure more clicks and visitors. Strategies included keyword optimization, backlink building, and technical SEO.
However, the landscape is changing. Services based on generative AI, such as Google AI Overviews, AI Mode, ChatGPT Search, and Perplexity, are increasingly providing direct answers by synthesizing information rather than directing users to web pages. AI answer windows are emerging as new channels for information consumption.
This shift has led to the introduction of AEO, which focuses on optimizing content so that it can be cited or referenced in AI-generated answers. Rather than merely aiming for top search results, the priority is now to be recognized as a trustworthy source by AI. Establishing clear information structures, expertise, and credibility has become essential competitive advantages.
Recently, GEO has also gained traction in the industry. GEO aims to ensure that generative AI platforms like ChatGPT, Gemini, and Claude actively incorporate specific brands and content during the answer generation process. The goal is to be included in the AI's answer creation rather than just appearing in search results.
However, industry experts caution that AI has not yet reached a level where it can fully replace existing search traffic. Panelists noted that while traffic from generative AI is rapidly increasing, it still accounts for less than 1% of total traffic for most media organizations. Although AI-based search is growing, it has a long way to go before it can substitute the large-scale traffic provided by traditional search engines.
Consequently, there is a growing sentiment in the industry that SEO, AEO, and GEO should be viewed as an evolutionary process rather than interchangeable concepts. If SEO was a competition for clicks, AEO represents a competition for citations in answers, while GEO signifies a competition to become information selected by AI.
Yet, a recurring message at WNMC emphasized that, despite technological advancements, the most crucial element remains the relationship with readers. Experts like Barry Adams stressed that while algorithms and platforms constantly evolve, the direct relationship with readers endures. As a result, media organizations are increasing investments in direct engagement through subscriptions, newsletters, mobile apps, and podcasts.
Ultimately, while AI is reshaping the future of search, the essence of the media industry remains unchanged. Strong content, a robust brand, and a loyal readership continue to be the foundation of sustainable media business competitiveness. The evolution from SEO to AEO and GEO will persist, but the key to attracting readers remains the same.
* This article has been translated by AI.
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